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Purposeful Design
- 1. How purpose increasesengagement Purposeful Design
- 2. But first… VideoGames
- 5. • The commondesign strategies • What purposeful design is • How to use purpose to create a “Pong”
- 6. • Building productsand companies for 15 years • Made and learned from every mistake in the book • Passionate about design and experience • Even more passionate about connecting people Courtney Couch courtney@muut.com Co-Founder courtneycouch
- 7. What do Imean by “design strategy”?
- 8. Design strategy isyour holistic approach to building your company, product, and service.
- 9.
- 10. AKA “Wouldn’t itbe cool if…” Technology/Features Driven Design
- 11. • Design decisionsdriven by engineers • Build something because it’s “cool” • Build something because it’s “possible” • Build something to have a bigger feature matrix Technology/Features Based
- 12. • Bloated andcomplex • Lack of focus • Often difficult for consumers to understand
- 13. • The problemis largely solved • Features are the primary selling point • High barrier of entry Works when:
- 14. • The problemis largely solved • Features are the primary selling point • High barrier of entry Works when:
- 15. Use caution oryou’ll end up with…
- 16. AKA “It’s allabout the Benjamins” Revenue Driven Design
- 17. • Design decisionsdriven by sales team • Focus on short term cash-flow • Belief that revenue validates your design Revenue Based
- 18. You are thisguy Works when:
- 19. • Unhappy employees •Annoyed users • Slippery slope • Digs yourself into a hole Why this fails: As a result: unsustainable
- 20.
- 21. AKA “At leastit looks pretty” Aesthetic Driven Design
- 22. • Design decisionsdriven by artists • Focusing on first impression and visual appeal • Problem is only addressed when doesn’t harm aesthetic Aesthetic Based
- 23. • Pretty butoften useless • Customers’ pain still not resolved
- 24. • Status symbol •Art • Collectible • Customers can buy 2 Works when: NY Museum of Modern Art!
- 25. • It needsto do something • It’s silly for people to buy 2 • It’s not freaking art Fails when: Worst thing ever
- 26. AKA “Cut tothe chase” Content Driven Design
- 27. • Design decisionsdriven by content producers • Make content as accessible as possible • Viewed as a resource rather than tool Content Based
- 28. • No frills •Users get to their destination quickly
- 29. • Content isyour purpose • You don’t need to do much • You are a reference Works when:
- 31. • Not solvinga real problem • No use for the data Why?
- 32. :( Lets’ talk aboutclubfoot
- 33. • Affects 1:750live births • 80% live in developing nations • “Cost effective” braces $300-700 • Over 1 million untreated • Leading cause of disability in developing nations :(
- 34. Purpose: Help thosewith clubfoot
- 35. • Extreme affordability •Distribution/funding strategy Should be where the problem is
- 36. • Appealing tokids • Allowing them to continue to play Designed with user in mind
- 37. • < $20 •Colorful and resilient • Doesn’t look like medical device • Backed by non- profit
- 38. AKA “Let’s actuallysolve the damn problem” Purposeful Design
- 39. Using razor sharpfocus in product design to solve a very specific problem. Purposeful Design is:
- 40. Answering: You existto do or solve what? Purposeful Design is:
- 41.
- 42. Purpose: Build aplace for tequila lovers to share, discover, and learn about amazing tequilas
- 43. When someone asks“what is it your product/ service/website is trying to accomplish?”, do you say: • make cool features? • sell tequila or sell tequila ads? • make the prettiest tequila site? • serve tequila content?
- 44. I’m building aplace for tequila lovers to share, discover, and learn about amazing tequilas You answer:
- 45. (not dogmatic) It isopinionated • No promotional blog posts from vendors or • Guest posts from tequila makers
- 46. (not comprehensive) It isholistic Experts should be asked to contribute content How do we compensate contributions? Plug their products? Pay?
- 47. (not set instone) It is your blueprint A vendor contacts you suggesting a sponsored blog series. This decision is made for you already
- 48. What else doesit look like?
- 49. • Opinionated design •People are rather polarized by it • Habit forming
- 50. • Online only •Simple is in the name
- 52. • Online only •Simple is in the name • Focused on actual experience
- 54. • More convenientthan email • Incredibly simple • Easy to look at
- 55. • Producing engagingproducts • Solving real problems (fulfilling real needs) • Offering an amazing user experience Benefits
- 56. Computer Space Goal: Entertainconsumers Action: Built a feature filled beautiful game (feature and aesthetic based design) Response: Didn’t understand it (nobody had seen a video game) Result: Consumers not entertained
- 57. Pong Goal: Entertain consumers Action:Made a simple basic and comprehensible game Response: Easy to understand, grasp, and enjoy Result: Consumers entertained
- 58. Purposeful design forPong beats Aesthetic and Feature based design of Computer Space
- 59.
- 60.
- 61. Detailed manifesto ofhow you will accomplish this Step 2
- 62. Use manifesto todrive every decision you make without exception Step 3
- 63. Publish your manifestopublicly Bonus: • Held accountable by your users • Users will better understand your goals • Easier to evangelize users sharing your values
- 64.
- 66.
- 67. Designing with purposeis key to building engaging products
- 68. • Is theproduct purpose clear? • Do the design decisions consistently reflect the purpose? • Are users being evangelized? You and your vendors
- 69. • Build moreengaging communities • Compete more effectively • Evangelize our users Looking at design differently allows us to:
- 70. Go forth anddesign with purpose
- 71.